Freelancer profile translated to English.

Description

I help eCommerce and B2C teams build CRM & Lifecycle Marketing that demonstrably works: clear strategy, clean processes, and automations that run stably – because they are systematically tested, measured, and iterated.

What I support with:

• CRM/Lifecycle Audit & Strategies (Current analysis of TechStack, Journeys, Automations, Data & Tracking)

• Lifecycle Strategy & Roadmap (Prioritization by Impact/Effort)

• Implementation & Optimization of Automations (Welcome, Post-Purchase, Winback, Browse/Cart, Reactivation, etc.)

• Segmentation & Personalization (e.g., RFM/CLV logic, dynamic content)

• Testing Framework (A/B tests, hypotheses, reporting, learnings → next iteration)

• Documentation & Enablement (so teams can maintain the system cleanly in the long term)

Approach: quickly achieve clarity (Detailed Audit → Roadmap → Implementation → Iteration), pragmatic, hands-on, without overhead.

Languages

German
Native or bilingual
English
Fluent
Italian
Fluent

Workplace preferences

Can work on-site

Berlin (up to 50km)

bonify / SCHUFA
Interim Head of CRM
EDUCATION AND E-LEARNING
February 2023 - July 2024 (1 year and 5 months)
Berlin, Germany
• Rebuilt CRM infrastructure and introduced a trigger-based automation architecture for central lifecycle phases (activation, reactivation, retention).
• Established reporting and governance model for automations (standards, ownership, processes) – cross-team between Marketing and Product.
• GDPR-compliant implementation within the scope of the SCHUFA score integration (consents, documentation, data flows/processes coordinated).
Customer Relationship Management (CRM) App Marketing Marketing Automation Data & AI Strategy CRM Strategy
Freelance / Contract
CRM & Lifecycle Marketing Consultant / Freelancer
October 2020 - Today (5 years and 10 months)
Berlin, Germany
• Designed and implemented multi-channel CRM infrastructures to centralize customer data and automate lifecycle communication (including HubSpot, Klaviyo, ActiveCampaign, and more).
• Consolidated fragmented Martech setups and connected CRM, eCommerce, and Analytics via custom automation pipelines (e.g., Zapier/Make, API triggers).
• Implemented event-based data models to link marketing, sales, and product touchpoints – for better customer visibility and consistent data across systems.
• Automated lead-to-customer journeys across CRM and paid channels (e.g., Meta Lead Ads → CRM → Nurture tracks → Conversion workflows).
• Built custom CRM workflows, deal pipelines, and lifecycle sync logic to cleanly connect marketing and sales data and increase conversion transparency (e.g., MCV logic).
• Advised C-level on data architecture and tool governance – with a focus on scalability and GDPR compliance.
• Piloted AI-powered personalization and predictive segmentation as use cases in CRM automation with data teams.
ArtNight
CRM & Email Marketing Manager
EDUCATION AND E-LEARNING
April 2019 - October 2020 (1 year and 6 months)
Berlin, Germany
Strategy, development, and maintenance of the CRM system for Realtainment Group (ArtNight, PlantNight, ShakeNight, BakeNight).
CRM Strategy Email Marketing Marketing Automation Customer Loyalty/ Retention